Domestic and International Tourism Set to Boost the Mexican On Premise

The Mexican On Premise is set to benefit from an influx of both domestic and international holiday-goers looking to treat themselves in the next 3 months.
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Around 9 in 10 On Premise consumers from Mexico and the US that plan to vacation in Mexico this year intend to visit pubs, bars, and restaurants during their stay, offering huge opportunities for drinks manufacturers in the hotel space. These consumers share a common destination, but their On Premise behavior reveals variations among these tourists.


Domestic Travel

70% of On Premise consumers in Mexico are planning to vacation within the country over the next 3 months. This highlights a strong appetite to experience different parts of the country, and potentially exhibit different behaviors to normal.


Restaurants are the most popular venue type to visit with 88% of consumers planning to visit the channel, followed by cafés (58%) and bars (56%). Understanding how different brands can be leveraged across different channels is key to ensuring success.


Beer is the top alcoholic drink choice for 3 in 4 consumers, with the most popular spirit being tequila (60%). This correlates with existing On Premise drink preferences but with 90% of consumers being very likely/likely to pay extra for a better-quality drink while on vacation it presents clear opportunities for more premium brands in these categories.


International Travel

13% of On Premise consumers that reside in the United States plan to vacation in Mexico over the next 3 months. The most popular areas for travel are Mexico City, followed by Cancun and Tijuana. A preference for luxury and high-end hotels, as well as resorts & lodges for accommodation, suggests that international consumers are looking to treat themselves. Consider how your brands can be available and capitalize on these preferences for luxury.


Almost 9 in 10 consumers plan to visit the On Premise during their trip. Like domestic travelers, beer and tequila will be the most popular alcoholic beverages ordered in the On Premise. However, the opportunity lies in a range of drinks categories as 3 in 4 of those who plan to consume alcohol on their vacation say they will drink more alcoholic drinks during their visit to Mexico than on a typical visit to a bar/restaurant at home. Additionally, 9 in 10 of those that plan to consume alcohol are likely/very likely to pay extra for a better quality drink while on their vacation.


Mike Rende, Associate Client Solutions Manager – Americas, said “The opportunities offered to operators and suppliers through tourism this year depends on their ability to meet the need states of both domestic and international travelers looking to treat themselves. CGA by NIQ’s On Premise User Study (OPUS) uncovers the need states, drivers, and consumer preferences explored in the Vacation Traveler Opportunity Report, unlocking the size of the prize for the Mexican On Premise.”


CGA by NIQ’s Mexico On Premise Consumer Pulse Report tracks key metrics in the On Premise and explores hot topics as they arise. The latest update covers new research into the Mexican On Premise, looking into topics such as past, current, and projected future visitation. CGA’s On Premise User Survey provides many more insights into consumers’ paths to purchase in Mexico, and bespoke analysis is available to help suppliers craft winning strategies. Download the report here or for more information, contact

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